Some interesting discussion at the OTA today focused on how opt-in is changing. One fascinating change is that the “places” where opt-in happens have greatly expanded. It is no longer the case that people are always sitting at their computers when they opt-in. With the proliferation of mobile email marketing, opt-in is now everywhere.
A good example is a recent US Airways billboard campaign that gives a phone number to text a message containing your email address to. US Airways then sends a confirmation link to the email address they received in the text message. With this program, the airline has expanded their subscriber reach to everywhere they can place a billboard.
For marketers, this rise of mobile is a great opportunity. You know your potential subscribers have mobile phones – how can you use those phones to establish a relationship?